在风险规避下考虑质量因素的竞争供应链的均衡策略研究  

Equilibrium Strategies Study of Competitive Supply Chain Considering the Quality Factor under Risk Averse

作　　者：侯玲[1,2] 陈东彦[2] 滕春贤[1] 

机构地区：[1]哈尔滨理工大学管理学院,黑龙江哈尔滨150080 [2]哈尔滨理工大学应用科学学院,黑龙江哈尔滨150080

出　　处：《运筹与管理》2013年第1期112-119,共8页Operations Research and Management Science

基　　金：国家自然科学基金项目(70871031;71171069);黑龙江省教育厅海外学人科研资助项目(1152hq09)

摘　　要：在供应链竞争环境下,针对具有风险规避特征的供应商和零售商组成的供应链,采用博弈及优化理论探讨竞争环境下风险规避参与者的均衡定价及质量水平,并分析风险规避度对参与者均衡定价和质量水平的影响。借助数值分析,研究了系统中各参数对决策的影响。数值仿真结果表明,各风险规避参与者的定价随着自身风险规避度的增大而减小,即参与者越害怕风险其所制定的价格越低。另外,市场竞争的存在在某种程度上会削弱风险规避特征对参与者决策的影响,使参与者的定价提高,增加参与者的收益。With the development of technology and economic globalization, pricing and quality will become the two indicators for enterprises to gain greater competitive advantage. Companies need provide higher quality level and the appropriate price level in order to make their own in an invincible position in the fierce competition, and therefore it is of practical significance to study pricing and quality decision-making under sc vs sc competition. In this paper, for a supply chain with a risk averse supplier and a risk averse retailer, the equilibrium pricing and quality level are provided by using game theory and optimization theory under the circumstance of supply chain competition. The effect of risk averse value and demand parameters on the pricing decisions and quality level decisions are studied by numerical analysis. Simulation results showed that the equilibrium pricing decreases when the risk averse value increases, that is, the greater risk averse value participants face the lower price they set. To some extent, the existence of competition can weaken the effect of participants＇ risk averse value on their decisions, raise pricing, and increase profits of both participants. It is also showed that there are fluctuations in market demand but they will not affect the retailer＇s decision-making when the retailer is risk-neutral, and even if the retailer is risk averse, risk averse value does not affect the retailer＇s equilibrium strategy when the market demand is stable.

关 键 词：供应链竞争 风险规避 均值-方差 定价决策 质量决策 

分 类 号：F274[经济管理—企业管理]